Joseph: a brand of sophisticated basics that developed from Joseph Ettedgui’s London-based concept store.

THIS SEASON AT JOSEPH

Uniform is the key principle of Joseph’s Spring/Summer '18 collection. Oversized pantsuits, both in long and short versions, are juxtaposed with flowy dresses. The underlying theme invokes those times when people free themselves of their work attire – thus the summery styles, deconstructed lace and floral prints. Joseph definitely didn’t disappoint its fans, presenting yet another collection of elegant essentials with a twist.

THE JOSEPH STORY

The history of the now-iconic Joseph brand goes back to the early 1960s, when Moroccan-born Joseph Ettedgui started selling Kenzo Takada’s sweaters out of his hair salon on King’s Road in London. What started as a humble enterprise developed over time into an iconic retail store that, along with the finest designer edit, featured Ettedgui’s eponymous line of smart basics. Understated elegance, classic cuts and high quality have brought Joseph the cult-like following among fashion-world insiders it enjoys today.